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Nielsen Expanding VOD Content Ratings

22 Jul, 2017 By: Erik Gruenwedel

Nielsen is incorporating video-on-demand ratings with its media planning software. The media measurement company said syndicated VOD content ratings from nine networks, including Turner and Discovery, would be added to Nielsen Media Impact, software that enables media planners to estimate the impact of their plans on audiences, sales and brand before committing resources.

Launched in 2006, Nielsen VOD ratings provide the same metrics as live and time-shifted TV, enabling clients to do a direct analytical comparison to linear TV that extends beyond the current seven-day benchmark.

Megan Clarken, president of product leadership at Nielsen, said some linear TV programs get as much a 31% lift from VOD, attracting viewers who are often younger and more upscale.

“Knowing how to effectively uncover, plan and monetize VOD audiences is vital for our clients,” Clarken said in a statement.

Howard Shimmel, chief research officer at Turner, which is owned by Time Warner, said VOD content is valuable, and attracts a different fan than linear TV.

"Having the ability through Nielsen to illustrate the reach and impact of VOD schedules, alone and in combination with linear TV, is important,” said Shimmel.

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